Ahead of the Super Bowl, new videos have been released that show the softer side of some of the NFL’s biggest stars.
The main :30 second short features New Orleans Saints’ Benjamin Watson, Pittsburgh Steelers’ DeAngelo Williams and Dallas Cowboys’ Jason Witten styling their daughters’ hair. Dubbed #DadDo it’s absolutely “awe” worthy.
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Pantene developed the spot as part of their “Strong is Beautiful” campaign. It seeks to empower young women and to help them feel beautiful in their own skin.
Research from Linda Nielsen at Wake Forest University actually helped inform the spot. She’s spent her time showing that quality hours spent with dads is key in raising daughters who are more self-confident, self-reliant and more successful in school and in their careers.
“The father-daughter relationship is crucial for the development of strong daughters. Though it would be easy to focus on the daughters’ beauty, the campaign’s emphasis on strength is a huge compliment to my scholarship,” Nielsen said about the spot and her work.
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“Here we see professional athletes who are fathers feeling comfortable doing something we have traditionally assigned to mothers, and that’s a good thing. It takes stereotypes and smashes them.”
For their part, the team at P&G (who owns Pantene), says it was important for them to create these spots.
“We know strength and self-esteem start by building confidence in girls at a young age,” says Jodi Allen, a vice president at P&G. “We hope our new series of how-to videos shows dads how easy and fun it can be to spend quality time with their daughters by doing their hair. The quality time spent with their daughters now will foster the next generation of strong and beautiful women.”
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In response to the video series, several dads and daughters have taken to Twitter to show how they bond with one another using the hashtag #DadDo. Here are a few of the sweetest shares.
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